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Danone conducts Snack to Win contest

Dairy company Danone Canada has begun a contest promotion in support of its Oikos brand of Greek yogurt. This is the second time the company has conducted this contest, called "Snack to Win." The effort is aimed primarily at young professionals with "active, adventure-seeking lifestyles."

The retail-based contest is being conducted in participating grocery stores operated by Loblaws, Sobeys, Walmart, Metro and the Overwaitea Food Group. The packaging in these locations incorporates a sticker displaying a code. Consumers can enter the contest by submitting the code online at <http://www.dan-on.ca/oikos>. The grand prize winner will receive $100,000 in cash. The contest also includes an additional $100,000 in instant prizes, including $1,000 Air Canada travel vouchers.

The contest is being supported with a 15-second television commercial, online video and display advertising, social media activities and in-store materials. The campaign was developed by Taxi, with digital support from Mirum and social media support from Carl. Media work is being managed by Carat, while the in-store components are from Geometry. The contest website was developed by Publicis Canada.